‘Championing Women, Self-Expression’: WTA Signs Gillette Venus As Global Partner
Tuesday, March 11, 2025 at 01:40PM By Barry Janoff
March 11, 2025: On the heels of launching a rebrand and multi-media campaign, the Hologic WTA Tour has signed a multi-year alliance with Gillette Venus as a global partner.
The partnership also names Gillette Venus the “official razor of the WTA” and “official razor of the WTA Finals Riyadh presented by PIF.”
Financial terms of the pact were not shared.
“We are delighted to welcome Gillette Venus as a WTA global partner and look forward to working together to champion women’s empowerment,” Marina Storti, CEO of WTA Ventures, the commercial arm of the WTA, said via the group.
“As the home of many of the world’s greatest athletes, the WTA has the biggest global reach in women’s sport and, by working with partners like Venus, we can create valuable opportunities to deepen engagement with fans.”
WTA global partners also include PIF, Morgan Stanley, Rolex and Corpay.
Gillette said the agreement with the WTA marks the first time its Venus brand has joined with an international women’s sports organization.
Among other alliances, Gillette Venus had a partnership with USA Swimming as the official razor of Team USA during the ’24 Paris Olympic and Paralympic Games Paris 2024.
Through its campaign, “My Skin. My Way,” Gillette Venus said it “has a long history of championing women and self-expression, and of partnering with women's athletes to ensure they feel powerful both when competing in their sport and in their everyday lives.”
WTA players Alycia Parks, Peyton Stearns and Taylor Townsend recently become ambassadors for Venus and will star in the brand’s campaigns.
Ironically, Gillette Venus is not affiliated with WTA star Venus Williams.
As part of their partnership, the WTA and Gillette Venus will work together to “host community tennis events, deliver activations at WTA tournaments and create content telling athletes’ stories of empowerment and excellence.”
“At Gillette Venus, we pride ourselves on helping women feel comfortable in their own skin by providing trusted shaving products designed with their bodies and hair in mind,” Isabel Pimentel, vp-Gillette Venus North America, said via the brand.
“We are thrilled to partner with the WTA to celebrate women both on and off the tennis court and hope to inspire the next generation of women in sport to do the same.”
The WTA’s “Rally the World,” was called a “bold new brand identity for a new era, shaped by players, fans and partners worldwide to elevate the WTA’s impact as a leader in sports and entertainment.”
WTA Launches ‘Rally The World’: 'Bold Brand Identity To Elevate Player Impact'
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